Kirin Supplement Series Sales for January-March Up Approximately 10% Year-on-Year, Outperforming Market Expectations and Performing Strongly!
Kirin Holdings' supplement business performed strongly, with sales for January-March 2026 increasing by approximately 10% year-on-year, surpassing overall domestic market growth. Rising health consciousness and effective promotional communication were key success factors.
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- 📰 Published: May 13, 2026 at 20:00
- 🔍 Collected: May 13, 2026 at 11:31
- 🤖 AI Analyzed: May 13, 2026 at 12:12 (40 min after Collected)
Kirin Holdings Co., Ltd. (President COO Takeshi Minakata)'s Kirin Supplement business has been performing strongly, with sales for January-March 2026 increasing by approximately 10% year-on-year*1. This growth significantly outpaced the overall domestic supplement market, which is projected to see a modest recovery of 0.4% year-on-year in 2025*2.
*1 Based on our sales figures for January-March 2026.
*2 Fuji Keizai 'H&B Foods Marketing Handbook 2026 No.1 Functional Foods Edition'.
■ Factors behind the strong performance
① Increased consumer health awareness throughout the year
In recent years, consumers' health consciousness has further increased, and the practice of daily health management has become widespread.
Amidst this trend, our company has consistently communicated the importance of habitually engaging in health management throughout the year, not just during specific periods. As a result, the 'Kirin iMUSE Immune Care Supplement' series has seen the habituation of 'immune care'*3 progressing through the expansion of repeat purchases.
Furthermore, the 'Kirin Ornithine' series is also seeing expanded usage as a product that addresses various health concerns people face, and it is expected to further permeate consumers' daily lives in the future.
*3 Supports the maintenance of immune function in healthy people [Research report on Plasma Lactic Acid Bacteria].
② Increased recognition and acquisition of new customers through promotional communication
Planned strengthening of promotional communication from January to March led to increased recognition of the supplement series.
By utilizing all channels—our own e-commerce, external e-commerce, and distribution—across the entire Kirin Supplement series, and deploying communication tailored to the characteristics and target audience of each product, we were able to appeal to segments that previously had little contact with supplements, leading to the acquisition of new customers.
Moreover, the combination of gaining recognition and promoting habituation through cross-channel communication is believed to have contributed to the continuous expansion of regular customer numbers and the overall boosting of demand.
About the 'Kirin iMUSE Immune Care Supplement' series
・The overall sales of the 'Kirin iMUSE Immune Care Supplement' series, which contains Kirin's unique 'Plasma Lactic Acid Bacteria' ingredient, increased by approximately 10% year-on-year.
・Promotional communication, including campaigns featuring Shohei Ohtani*4, the 'Immune Care' promotion ambassador, led to increased recognition, with the recognition rate growing by approximately 1.2 times*5 year-on-year. Furthermore, the number of customers who purchased within the last three months increased by approximately 1.3 times*6 year-on-year, indicating an expansion of new customer segments.
・'Kirin iMUSE Immune Care & Fatigue Down'*7, launched in February 2026, is also progressing smoothly towards its annual sales target, and the expansion of the product lineup to meet diversifying consumer health needs is contributing to the overall growth of the series.
*4 Shohei Ohtani appointed as Kirin's 'Immune Care' promotion ambassador: 'I want more healthy people through immune care' | 2025 | KIRIN - Kirin Holdings Co., Ltd.
*5, 6 According to Kirin research (n=10,000).
*7 'iMUSE Immune Care & Fatigue Down' supplement, which supports 'immune care' and 'reduces temporary fatigue', newly launched on Friday, February 20, 2026 | 2026 | KIRIN - Kirin Holdings Co., Ltd.
■ 'Kirin iMUSE Immune Care Supplement' series official website
https://www.imuse-p.jp/plasma/supplement/
About Kirin's unique 'Plasma Lactic Acid Bacteria'
'Plasma Lactic Acid Bacteria' is a lactic acid bacterium that supports the maintenance of immunity in healthy people. It was the first in the world*8 to be reported in a paper to act on the immune command center pDC (plasmacytoid dendritic cells). Kirin, Koiwai Dairy Products, and Kyowa Hakko Bio have jointly conducted research, and with the cooperation of universities and research institutions both domestically and internationally, have published 37 papers*9 and numerous academic presentations to date.
Plasma Lactic Acid Bacteria
*8 The first lactic acid bacterium reported in a paper worldwide to act on pDC in humans (based on information published in PubMed and Ichushi Web).
*9 As of the end of April 2026.
About the 'Kirin Ornithine' series
・Overall sales of the 'Kirin Ornithine' series performed strongly, increasing by approximately 20% year-on-year.
・It is presumed that the refresh of 'Kirin Ornithine PRO Sleep & Immune Care'*10 in June 2025, coupled with strengthened digital promotion tailored to the target audience, led to increased recognition and the acquisition of new customers.
・'Kirin Ornithine PRO Fatigue & Mood Care + Sleep Quality'*1, launched in December 2025, also contributed.
*1 Based on our sales figures for January-March 2026.
*2 Fuji Keizai 'H&B Foods Marketing Handbook 2026 No.1 Functional Foods Edition'.
■ Factors behind the strong performance
① Increased consumer health awareness throughout the year
In recent years, consumers' health consciousness has further increased, and the practice of daily health management has become widespread.
Amidst this trend, our company has consistently communicated the importance of habitually engaging in health management throughout the year, not just during specific periods. As a result, the 'Kirin iMUSE Immune Care Supplement' series has seen the habituation of 'immune care'*3 progressing through the expansion of repeat purchases.
Furthermore, the 'Kirin Ornithine' series is also seeing expanded usage as a product that addresses various health concerns people face, and it is expected to further permeate consumers' daily lives in the future.
*3 Supports the maintenance of immune function in healthy people [Research report on Plasma Lactic Acid Bacteria].
② Increased recognition and acquisition of new customers through promotional communication
Planned strengthening of promotional communication from January to March led to increased recognition of the supplement series.
By utilizing all channels—our own e-commerce, external e-commerce, and distribution—across the entire Kirin Supplement series, and deploying communication tailored to the characteristics and target audience of each product, we were able to appeal to segments that previously had little contact with supplements, leading to the acquisition of new customers.
Moreover, the combination of gaining recognition and promoting habituation through cross-channel communication is believed to have contributed to the continuous expansion of regular customer numbers and the overall boosting of demand.
About the 'Kirin iMUSE Immune Care Supplement' series
・The overall sales of the 'Kirin iMUSE Immune Care Supplement' series, which contains Kirin's unique 'Plasma Lactic Acid Bacteria' ingredient, increased by approximately 10% year-on-year.
・Promotional communication, including campaigns featuring Shohei Ohtani*4, the 'Immune Care' promotion ambassador, led to increased recognition, with the recognition rate growing by approximately 1.2 times*5 year-on-year. Furthermore, the number of customers who purchased within the last three months increased by approximately 1.3 times*6 year-on-year, indicating an expansion of new customer segments.
・'Kirin iMUSE Immune Care & Fatigue Down'*7, launched in February 2026, is also progressing smoothly towards its annual sales target, and the expansion of the product lineup to meet diversifying consumer health needs is contributing to the overall growth of the series.
*4 Shohei Ohtani appointed as Kirin's 'Immune Care' promotion ambassador: 'I want more healthy people through immune care' | 2025 | KIRIN - Kirin Holdings Co., Ltd.
*5, 6 According to Kirin research (n=10,000).
*7 'iMUSE Immune Care & Fatigue Down' supplement, which supports 'immune care' and 'reduces temporary fatigue', newly launched on Friday, February 20, 2026 | 2026 | KIRIN - Kirin Holdings Co., Ltd.
■ 'Kirin iMUSE Immune Care Supplement' series official website
https://www.imuse-p.jp/plasma/supplement/
About Kirin's unique 'Plasma Lactic Acid Bacteria'
'Plasma Lactic Acid Bacteria' is a lactic acid bacterium that supports the maintenance of immunity in healthy people. It was the first in the world*8 to be reported in a paper to act on the immune command center pDC (plasmacytoid dendritic cells). Kirin, Koiwai Dairy Products, and Kyowa Hakko Bio have jointly conducted research, and with the cooperation of universities and research institutions both domestically and internationally, have published 37 papers*9 and numerous academic presentations to date.
Plasma Lactic Acid Bacteria
*8 The first lactic acid bacterium reported in a paper worldwide to act on pDC in humans (based on information published in PubMed and Ichushi Web).
*9 As of the end of April 2026.
About the 'Kirin Ornithine' series
・Overall sales of the 'Kirin Ornithine' series performed strongly, increasing by approximately 20% year-on-year.
・It is presumed that the refresh of 'Kirin Ornithine PRO Sleep & Immune Care'*10 in June 2025, coupled with strengthened digital promotion tailored to the target audience, led to increased recognition and the acquisition of new customers.
・'Kirin Ornithine PRO Fatigue & Mood Care + Sleep Quality'*1, launched in December 2025, also contributed.